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Starwood expands in Florida

Starwood expands in Florida

Starwood Hotels & Resorts is increasing their footprint in Florida with the addition of at least 9 hotels slated to open in the next three years. Starwood will reach 30 hotels in the state across its Aloft, Element and Four Points brands by 2019 year end, an increase of more than 40 percent.

Aloft, Starwood’s tech-forward incubator brand, is leading the charge with six new hotels poised to open; Four Points, offering stylish comfort for the everyday traveler, will add two more; and Element, Starwood’s eco-innovation extended stay brand, will add at least one additional hotel. These openings will add depth to Starwood’s Specialty Select portfolio in Miami and Coral Gables, while debuting in several new markets such as Fort Lauderdale, Gainesville, Aventura and Delray Beach.

“Florida is one the fastest growing markets in North America for Starwood’s Specialty Select brands, propelled by strong demand for the distinct offerings of Aloft, Four Points and Element in dynamic destinations across the state,” said Brian McGuinness, Global Brand Leader, Specialty Select Brands for Starwood. “By providing an unequivocal guest experience and a unique lifestyle experience, each of these stylish and affordable brands has cultivated a loyal following of travelers in Florida and across the globe.”

In the past year, Starwood’s Specialty Select brands surpassed well over 300 hotels worldwide, with Four Points continuing as Starwood’s global pipeline driver. The success of the brand’s positioning and emphasis on approachable design and stylish comfort, as well as its flexible development options, has won over travelers and hotel developers alike, in now more than 200 hotels worldwide. Aloft, which caters to the hyper-connected global traveler with its tech-forward mindset, innovative industry firsts (Botlr, Emoji Room Service, SPG Keyless, etc.) and live music at W XYZ® bar, continues its rapid worldwide growth after opening its 100th hotel in 2015. Promoting a life in balance with clean, modern design and eco offerings, Starwood’s smart and stylish Element Hotels is on track to more than double its global portfolio in the next three years.

“We are experiencing rising demand for our specialty select brands in cities across Florida, and through North America, as travelers increasingly seek out affordable, stylish lodging with a distinctive personality,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Aloft, Four Points and Element are all very well regarded amongst global travelers and each brand continues to generate strong interest among owners and developers.”